Lingerie – as presented by campaigns and photoshoots – is often so synonymous with sex that we forget it’s also the all-important foundation of an outfit. We may love our cotton undies for day time and strappy bondage getup after hours, but that’s not to say the space in between isn’t equally important. And if there’s a brand that has the sexy-yet-practical space well and truly covered, it’s Simone Perele. Unviersally loved by women who know that a good bra is a mere purchase but a great bra is an investment, Simone Perele create the kind of lingerie that transcends the day-night barrier and turns luxury into a 24 hour state rather than a thing to be saved for special occasions.

The way they present their fall / winter 2012 campaign reflects that. While most lingerie campaigns are about what happens when your clothes come off, this video is also about the clothes going on. It doesn’t shy away from the sex appeal of a great lingerie set but also reminds us that we can feel sexy and confident with clothes on, too, because the right lingerie means everything fits better.

It’s a different tact, and one that sets the brand apart from those focused more on boudoir fantasy than our daily desire to find lingerie that’s both beautiful and flattering, and long lasting.

Simone Perele have released a video with scenes of the making of their fall / winter 2012 campaign, which you can view – along with a video campaign itself – below.